This new report function within your AdWords PPC campaign allows you to see exactly what keywords were used in a customers journey towards a conversion. This allows you to see which keywords assisted in a conversion, whether it was from a click or an impression.
Take the following two examples:
Search Funnel Example 1:
Your keyword ‘holidays’ is receiving lots of clicks but no conversions. By using the AdWords Search Funnels Report you can see if the keyword ‘holidays’ was the first clicked keyword before a conversion was made, or if it assisted at any point in the conversion path. Although it may not have received a direct conversion, you may find that it helped to kick start one! If you were to pause the keyword ‘holidays’ you may miss out on starting that all important conversion funnel. Alternatively you may find that the keyword ‘holidays’ has not been the first clicked keyword or assisted in a conversion, therefore it is probably best to pause it.
Search Funnel Example 2:
You have the keyword ‘luxury holidays in’ which is receiving a good number of conversions. By using the AdWords Search Funnels Report you can see what keyphrases were involved before the user converted with this keyword. This can help identify keywords which at first glance may appear to be underperforming, however are crucial to the conversion funnel.
The AdWords Search Funnels report consists of: leadpages vs clickfunnels
– Top Conversions
– Assist Clicks and Impressions
– Assisted Conversions
– First Click Analysis
– Last Click Analysis
– Top Paths
– Time Lag
– Path Length
Like most of Google’s products and tools, the best way to get your head around how it can benefit you is to have a play around. There is a lot of insight available to help you to get to grips with what your keywords are actually doing.